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Supermarket Liquors & Wines is the River Region Partnership Award Recipient

by jpauly
Thu, Apr 21st 2016 09:10 pm

 River Region Partnership Award

Supermarket Liquors & Wines


Supermarket Liquors & Wines has been chosen as the 2016 River Region Partnership Award recipient.  This award was created in 2013 by the Chamber staff to recognize a business or organization that supports the chamber's mission of business development, improving quality of life and preserving the history and culture of the region, while actively participating in chamber initiatives.

T. Chris Castellani started Supermarket Liquors and Wines at the corner of Military Road and Niagara Falls Blvd. in December of 1984.  The location previously housed a Jenss small appliance store in the plaza, which became available in November of that year. Having learned the retail business and work ethic from his father Armand J. Castellani, Chris wasted no time in opening his business.  With a space of 9,200 square feet to start, and over ten years of liquor store management experience, Supermarket Liquors & Wines was positioned to outgrow the space.  Expansion took place in 1994 and again in 2004, taking over storage space from previous plaza anchor store, Media Play.  Now at 22,000 feet, another major renovation took place this past year, complete with new flooring, shelves, LED lighting and new front doors.  The President, Manager's Office and Staff Break Room also just completed major renovations.

With a wide selection of wines and liquors, Chris has expanded his inventory over the years.  The local wine, vodka and bourbon selection has steadily increased with the growing Niagara Wine Trail.  His customers range from locals, a steady Canadian base, and the summer tourist crowd.  Unique Liquors and cordials are carried to cater to the tourists and customers.

Chris has a marketing strategy that includes weekly ads placed throughout Western New York and Canada to showcase the store's promotions. A mix of newspaper, TV, radio and tourist publications as well as word of mouth has been the marketing formula that has worked to bring customers in.  He is also involved in the NYS Retail Liquor Association and several local Chambers and Business Associations. Chris has traveled all across the country and expressed that the people in this part of New York State are the finest he has known and make it a pleasure to have his business here. 

There are thirty three full and part time employees at Supermarket Liquors. Janice Salerno, the General Manager and Chris's longest employee has been working at Supermarket Liquors for thirty one years.  He tributes his success of where he is today to the great work of his management staff and employees. New York State has many regulations and strict laws for the business which his staff works hard to make sure they are following. 


Commitment and giving back to the community is something that was instilled in Chris by his father, and often reminded to him by longtime friend Sandy Hayes-Mies.  The list of organizations that benefit from the generosity by Chris, his family and business include: Fatima Shrine, Niagara University Scholarship, Gliding Stars, Salvation Army, Stella Niagara, Red Cross, Toys for Tots, Hospice, Opportunities Unlimited of Niagara, NF Firefighters Toy Fund, Castellani Art Museum, Niagara River Region Chamber of Commerce, NF Boys and Girls Club, Mercy Flight and many more.  Chris has also been a past major contributor of the Lewiston Tour of Homes and Tour of Kitchens, Historic Lewiston Jazz Festival and Artpark.   Besides his first major accomplishment of his family, son Brandon and wife Helen, his second biggest accomplishment will be giving over one million dollars given back to this community in donations by the time he retires.

The Niagara River Region Chamber of Commerce proudly congratulates Chris Castellani and Supermarket Liquors and Wines as the 2016 River Region Partnership Award Recipient, for his dedication to the Chamber and the community.  We are fortunate to have him.



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